Understanding the Events Landscape

Helen's entry into the events industry was somewhat serendipitous; she initially did not recognize it as a viable career. Her background in acting and languages paved the way for her first role in live events, where she felt the thrill of uniting audiences around pressing issues.

Influences That Shape Leadership

One of the most impactful resources for Helen has been Simon Sinek's "Start With Why." She emphasizes the necessity of communicating the purpose behind events to engage potential attendees effectively. By articulating the 'why,' organizers can connect with their audience on a deeper level, illustrating the value of participation.

The Power of a Life Lesson

Helen reflects on Andrew Carnegie's quote: "Never be so foolish as not to surround yourself with people who are smarter than you." This philosophy is crucial in event management, where collaboration with industry experts enhances the overall quality of the event.

Experiencing the Net Zero Festival

With over two decades of experience, Helen is particularly proud of the Net Zero Festival, a pioneering B2B event aimed at promoting the Net Zero transition. Set to take place on October 31st and November 1st at London's Business Design Centre, this festival will gather over 1,500 leaders in sustainability to tackle critical issues and foster collaboration.

Engaging Attendees for Meaningful Outcomes

Helen aims for attendees to leave with actionable insights and inspiration. The festival will feature workshops, keynote speeches, and a diverse array of exhibitors, all designed to assist organizations in their journey toward achieving net-zero goals.

Common Pitfalls in Event Planning

Helen warns that many organizers focus too heavily on the scale of their events, which can detract from the overall experience. Instead, she advises focusing on the value attendees will derive from the event, regardless of its size.

Effective Tools for Event Management

In her experience, a well-organized website is essential for any event, along with a visitor registration system that allows for proper tracking and segmentation. Furthermore, addressing the environmental impact of events is crucial in today's landscape.

Creating Memorable Experiences

To craft an engaging event, Helen outlines five key strategies:

1. Comprehensive Planning: Begin planning at least 14 months in advance, using feedback and industry insights to guide your decisions.
2. Balanced Focus on All Aspects: Ensure that sales, content, marketing, and operations are given equal attention and work seamlessly together.
3. Diverse Appeal: Cater to both broad and niche interests within your audience, providing a variety of content and exhibitors.
4. Beyond Traditional Formats: Incorporate elements that enhance the attendee experience, making events unforgettable.
5. Don't Worry About Late Registrations: While registration may take longer, those who register later are often more committed to attending.

Advice for Aspiring Organizers

For those contemplating a live event, Helen stresses the importance of defining a clear revenue model and understanding the needs of your target audience. These foundational questions will help shape the event's format and overall strategy.

Inspiring Positive Change

Helen aspires to use social media responsibly, advocating for accountability in online interactions. She believes that fostering a culture of kindness can significantly impact society.

A Visionary Conversation

Lastly, Helen expresses her desire to have a discussion with Sir Richard Branson about sustainable aviation, highlighting the potential for innovation in the airline industry.

Thank you, Helen, for sharing your invaluable insights on running successful live events.